Morten Rask

This paper identifies three Web interaction types within international marketing with varying degrees of intensity in the interaction between Web site owner and customer. The learning process concerns the handling of the increase in the interaction intensity. The following priority of the interaction types is given by the Danish companies, 1) Brochure, 2) Manual and 3) Shop. This paper will show that this priority corresponds to the intensity level of the interactions and thus also to the demands made on the internal organization of the company. These demands are discussed in terms of automation, formalization, integration and evaluation.